The determinants of likelihood of revisiting of Mainland China visitors to Hong Kong
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This study aimed to assess the service quality perceived by Mainland Chinese visitors in Hong Kong tourism industry. A questionnaire survey using systematic random sampling was conducted to visitors from Beijing and Hangzhou in 2003. A total of 573 valid questionnaires were included in the study and the descriptive and multivariate analyses were used to analyze the data. Eight dimensions of perceived service quality, labeled “shopping”, “Accommodation”, “Tour Guide”, ''Local residents Attitudes”, “Foodservice”, “Value for Money”, “Restaurants" and “Discrimination” were derived from the original 47 attributes. Seven determinants were identified as strong indicators of mainland Chinese visitors likelihood of revisiting.